DEMAND - CASE Scaling Readiness Diagnostic Assessment

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Once you are clear on the impact you seek to achieve, you need to understand the demand for your product/service.

Complete the five questions below and receive a customized report with your responses, potential areas of focus, and resources.

Note: We use the term "client" here as the people that you are in business to serve, i.e., those who will use your product/service whether or not they are the actual payer. We delve further into payers specifically in the Finance section.

CLIENT DEMAND: How confident are you that clients will want to engage with your solution, and that you are meeting a real client need?

BEGINNING: We assume clients will want to use our product or program but have little evidence yet that they will. LOW PROGRESS: Our model is new, but we have initial indicators that clients will want to engage with it. MEDIUM PROGRESS: We have conducted tests that show clients want to use our solution and understand how to use it appropriately. HIGH PROGRESS: We have gone through development, testing, marketing, and distribution and have robust evidence that our clients demand our product/service and will value our offering.

CLIENT SEGMENTS: Have you identified the different client segments you should be targeting, and do you understand which aspects of your offering affect them differently (e.g., features, cost, messaging)? Note: your clients may or may not be paying customers.

BEGINNING: We haven’t clearly defined or distinguished our client segments yet. LOW PROGRESS: We are starting to build a good sense of different client segments that could value our offering. MEDIUM PROGRESS: We have identified different client segments and have begun testing our solution with those segments. We have hypotheses about which product/service features (e.g., cost, messaging, features) will align with each segment. HIGH PROGRESS: We have a sophisticated sense of our client segments and the right product/market fit; we have targeted offerings that align features, distribution channels and messaging, cost, etc. with those different segments.

BEHAVIOR CHANGE: What changes in belief/behavior might be required for your clients to be comfortable using your solution and how well do you understand what may influence those changes?

BEGINNING: We have not considered what changes in belief/behavior might be required for clients to use our solution. LOW PROGRESS: We have some hypotheses about what would make client segments comfortable using our solution, but haven't tested those hypotheses yet. MEDIUM PROGRESS: We know what changes in belief/behavior are necessary for clients to use our solution, but have only started establishing processes to address them in operations and messaging. HIGH PROGRESS: We know what most influences new beliefs/behavior and are addressing them directly as part of our operations.

CLIENT FEEDBACK: How do you know if products/services meet current and future client needs?

BEGINNING: We do not yet have a proactive system in place to measure client satisfaction. LOW PROGRESS: We periodically measure client satisfaction but are working to improve our feedback mechanisms. MEDIUM PROGRESS: We regularly measure client experience and satisfaction through quantiative and qualitative means and ensure that all client voices are represented. Current products and services meet existing client needs. HIGH PROGRESS: We have a robust quantitative and qualitative client feedback process which captures and empowers diverse voices. Quality of the experience turns clients into advocates. Solving client issues before they arise is our focus going forward.

DEMAND OVER TIME: How will economic, political, technological, or interpersonal changes affect the demand for your solution over time?

BEGINNING: We have not considered macro factors impacting demand. LOW PROGRESS: We believe we know some of the trends but need to research them further. MEDIUM PROGRESS: We know the most important trends and can point to data (from others or that we’ve gathered ourselves) to back that knowledge up. HIGH PROGRESS: We know the most important trends, have data to back it up, and have incorporated this knowledge into our operational and marketing strategy.